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Spring is an important time for loyalty programs. Especially today, when the COVID-19 pandemic presents program operators with new challenges and puts them in an unusual market position. If a loyalty program is not operating at full capacity due to the current situation, now is the right time to reorganize. As a loyalty program operator, you can devote one day to creative work. A "Cleanup Day" is when you can pay attention to issues that you do not usually have time for in your regular workflow. We have prepared below three proposals to carry out such activities you can incorporate.

With the rise of the internet, smartphones and social media, people are able to express their opinions freely like never before. As these technologies have become a space to share ideas, people have begun to create digital communities centered around common interests. The same applies to brands and people who are interested in them.

Once you’ve decided to start a loyalty program, you need to decide how to set it up. Below, you will find a set of pragmatic insights from a number of loyalty projects that use Comarch Loyalty software. Use these best practices as a guide to build a program that works for you and for your customers.

As loyalty programs grow in popularity and scale, so do fraudsters. As in other cases, the best defense against program exploits and fraud attempts is to be prepared.

A loyalty program is a marketing tool for creating repeat purchases and profitable cooperation for a brand and its customers. Benefits for a company are numerous: higher basket value, more referrals, uplift in purchases frequency and marketing costs saving to name just a few. On the other side of the loyalty equation, there are benefits the program brings to members. Only when both sides are balanced may a be successful.

The customer lifecycle or customer journey lets you identify and segment customers based on their position with your brand over time. When you can categorize customers, you can better understand how to assign your resources and how to create relevant messaging for your customers.

For a long time, loyalty programs have been considered for B2C initiatives rather than the B2B market. Because B2B businesses tend to have longer sales cycles and buyers that aren’t attracted by coupons, many thought that B2B loyalty programs would not be effective. These days, as competition has increased significantly, companies are realizing the value of investing in loyalty.

A loyalty program should be considered as a long-term investment and generate revenue for the company. Thanks to its multi-level structure a loyalty program allows generating profits in a few ways, some not so obvious. We will take a closer look into that below.

Segmentation is a business process in which marketers split a market of customers into relatively homogenous groups (called segments) based on specific parameters. There are plenty of approaches and possibilities for creating segments, but there are certain groupings that every segmentation strategy should include.